What do you do? wp theme thesis Most articles in the last year have been anti-Apple. Please note that Apple didnât make a smartphone before the iPhone and the have always had one current smartphone model.The mobile phone market has been huge for decades and all the current vendors, but Apple competed with each other. Now that every smartphone looks like the iPhone, we have a huge smartphone market. Take a look at Apple, they donât look like the other companies, they are closer to their customers and their even customers store their credit card with them. They have continually grown their customer base of loyal customers, who have a relationship with Apple and buy more services, apps, etc., over decades. Their customer relationships are their crown jewels. More customers, more Apple products and services over decades.